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New digital ad rules lift online creativity

The quality of UK online creativity is set to improve with news that IPA Digital is doubling the limit of file sizes permitted for online advertising.

Bigger file sizes will allow for more animation and content in formats
such as banners and skyscrapers, which means there will be a greater
scope for creativity in online ads.

IPA Digital is behind the initiative, having worked with the IAB and
ISBA to secure industry-wide approval of the move. File sizes will be
doubled, from around 15k to 30k, and the IAB will review this annually,
with the aim of increasing capacity to 100k.

The current file size was set in the late 90s, when fewer than 1 per
cent of internet connections were broadband, meaning that bigger ads
would take too long to load.

Wayne Arnold, the chairman of IPA Digital and co-founder of the digital
agency Profero, said: "An idea is an idea, and file sizes don't restrict
ideas. But they do restrict the execution of ideas."

Comment, page 44.

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